OXXO

OXXO, one of the largest convenience store chains in Mexico, set out to build relevance and drive preference among U.S. shoppers while entering a crowded consumer market. We began with rigorous market research, surveying over 3K respondents across West Texas, the Border Region, and the broader U.S. South. We found a $30B+ opportunity for OXXO in Quality Questers: adventurous, higher-spending shoppers who want more from their convenience store experience and are eager to explore novel, high-quality foods and brands.
With Quality Questers as our focus, we developed a new value proposition to drive every OXXO decision and act as our internal rallying cry: “Surprisingly Good” quality, service, and value. With this proposition at the center, we created a powerfully emotive brand positioning built on a simple belief. People deserve a little more happiness in their daily lives. And OXXO is all about delivering that happiness, every day, in surprising ways.
Our verbal identity had to embody the unexpected delight in our positioning. So, we created The Quirky Friend Next Door—or sometimes just “Lu” for short—to welcome customers with heart, keep them moving, and always leave them grinning. Not quirk for its own sake, but equal parts cleverness and joy, designed to make real people smile every time they stop in. We paired Lu's voice with a vibrant and energetic visual identity that builds upon OXXO’s established roots while evolving its graphic elements. Custom badges inspired by historic Mexican architecture, patterns derived from the logo’s geometry, and an indulgent, expressive photography style make OXXO’s visual expression uniquely its own.
Clever, joyful copy and a vibrant color system brought this identity to life in-store, transforming transactional visits into moments that delight people. The first redesigned store is now open, with 14 more planned in the current wave.